26 lines
904 B
Markdown
26 lines
904 B
Markdown
---
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title: ACOS (Advertising Cost of Sales)
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type: concept
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tags: [advertising, ecommerce, metrics, amazon, ppc]
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aliases: [TACOS, Total Advertising Cost of Sales]
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---
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## Definition
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广告成本销售比，衡量广告支出与产生的销售额之间的比率，是跨境电商最核心的广告效率指标。
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## Formula
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```
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ACOS = (广告支出 / 广告产生的销售额) × 100%
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TACOS = (广告支出 / 总销售额) × 100%
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```
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## Benchmark Values
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- 跨境电商目标：ACOS 20-25%
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- 成熟阶段目标：TACOS < 10%
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- 超出毛利率的广告活动必须优化或关闭
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## Usage Context
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Amazon PPC 广告优化中，ACOS 是核心 KPI。Launch 阶段可接受较高 ACOS 以获取数据，Growth 阶段控制在 25% 以下，Mature 阶段追求低 ACOS 高利润。
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## Connections
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- [[Marketing Cross-Border E-Commerce Specialist]] ← uses ← [[ACOS (Advertising Cost of Sales)]] ← measures |